Opportunities for global expansion identified in IAB programmatic advertising report

Ninety-eight per cent of large American publishers are pursuing programmatic marketing strategies at home, but 72 per cent have moved to deploy the same in support of their audience development efforts abroad.
Despite this discrepancy, international publishers active in this burgeoning market trend intend to neutralise the deployment gap over the next two years, according to a survey and whitepaper from the Interactive Advertising Bureau (IAB) and Winterberry Group: Going Global: Programmatic Audience Development Around the World.
The study’s key findings overall showcase an international growth opportunity for companies with expertise in building programmatic advertising programs, and detail the priorities of U.S. and global companies seeking to expand beyond their traditional geographic borders.

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